Part four: Essential Landing Page Elements
There are some essential landing page elements which has shown to increase traffic on your website. These should be backed up by some behind the scenes SEO (search engine optimisation) best practices and strategies.
Consider your URL structure, so it is in line with your SEO and landing page goals. Encourage the use of keywords through your content and especially in the headers.
Landing pages tend to have high bounce rates (visitors leave upon arriving), so be sure to put your best content here, as you only have seconds to capture your audience.
Here are some handy suggestions to consider when building/planning a website.
1. Enticing Headline – Alert and a must read
Capture your audience’s attention and encourage them to learn more about you and your business. Ensure your visitor knows what you do and how your service or product will benefit them.
2. Lead Capture Form
Be transparent about why you are collecting the user’s information and what value it will give to them in return – for example, a sign-up box to your newsletter. People generally do not like giving out their data so keep this information gathering brief and ensure you inform them that you will not pass on your data to any third party – best to include a short disclaimer (GDPR compliant).
3. Unique Selling Point
Consider what your Unique Selling Point is and use this to encourage engagement on your website. What makes your product or service offer how can the visitor benefit from using your service and better than of your competition.
4. Affiliated Companies
Showcasing companies who have used your services will increase the chances of the audience engaging with your website by encouraging trust through brand recognition. By letting your visitors know that established companies have trusted your product or service, they are more likely to feel safe when interacting with your brand.
5. Clear and concise key sales messages
Short statements are an excellent way to further describe some of your products and services in more detail. Break these down, but keep a little more visual, using icons and focus on key points rather than block text. This will help get your message across and allow the visitor to zone in on an area of interest. These could link to additional pages where your key services are described in full detail.
6. Don’t take my word for it…ask our customers
Testimonials are an incredibly powerful tool. Use endorsements from other companies who have used your product or services to boost trust with your audience. Simply put, a testimonial communicates the quality of your product or service directly from past / current users to potential users.
7. Services Structure and Price
Be transparent with your pricing and how your services are structured. This will help filter out dead ends lead by qualifying users before they contact you. Your time is valuable, and you should be putting the most amount of effort into the most useful leads.
8. Less is more…actually tell them what they need to know
People tend not to read huge blocks of text on websites, so break your text up into bite size chunks and use imagery and graphics to enhance your words and make it more visual and easier to digest.
9. Good quality Imagery, unique to you
Be decisive with what Images you use. Ensure your imagery has a theme and tells a story about your product or service.
10. Industry recognised
Recognised accreditation logos help gain trust in your brand by demonstrating quality and dedication to a particular standard. Some logos may be legal requirements you must have for example if you provide a trade, but you can also include accreditations which will add value to the work you do and demonstrate expertise in your field.